QUEBEC NEWSPAPER STUDY COMING NEXT SUMMER
By Adnews Staff
PMB Print Measurement Bureau's first Quebec Daily Newspaper Readership Study will be available next August. The study was prompted by the exit of seven dailies from NADbank, the national daily newspaper study done yearly by the Toronto-based Newspaper Marketing Bureau. The papers quit NADbank and PMB after the release of the 1994 NADbank results. Montreal-based Probec said the study showed an unexplained shift in readership from white collar and managerial, professional people, to blue collar workers in 17 Canadian markets including Montreal. Probec sells ad space for the Montreal newspaper La Presse, which has predominantly white collar readers. It also represents Le Soleil, Le Nouvelliste, Le Droit, La Tribune, Le Quotidien and La Voix de l'Est. These are the newspapers that pulled out from NADbank. Probec is the main sponsor of the study but other papers could get involved. The study is using a sample of 6,400 people in the seven Probec markets, looking at both Probec newspapers and their competitors.